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  • Martin O'Hansky

Led Truck OOH advertising introduces Impossible Whopper

Introducing a ‘Meatless Whopper’ in the heart of beef country might be a tall order for some, but with LED TRUCK advertising trucks, Burger King found the right partner to build interest and awareness about the new product that joined its menu and surprised many of its customers who would’ve never expected such an unlikely and exciting option.



If it looks like a Whopper, and tastes like a Whopper and has the name “Whopper” in its name, is it in fact a Whopper? Well, yes and no, it all depends on your perspective on the subject. For Burger King it was the opportunity to reinvent itself and show a new version of the brand with healthy options.


Burger King introduced St. Louis to the “Impossible Whopper” in April as diners in the city got the first available taste of a meatless burger that is likely to be introduced nationwide this year. Giving Midwesterners -- who are known to love their beef, and who raise the most cattle -- a meatless burger was a challenge but one that LED TRUCK took on with gusto.


The fast-food giant, famous for its delicious burgers, noticed the tremendous following healthy eating has been acquiring in the last few years and realized it couldn’t fall behind. Burger King saw this as the perfect opportunity to diversify its menu by including products that targeted a new audience: those focused on conscious and sustainable eating. It was also a great excuse to let everyone enjoy the latest version of Burger King’s famous Whopper.


A dynamic ad campaign including banners stating “Impossible Whopper: 100% Whopper, 0% Beef” with tantalizing images of the burger showed on LED TRUCKs traversing St. Louis and surrounding communities. Without a doubt, seeing the campaign on the mobile advertising trucks sparked curiosity about the product in the citizens and made them want to experience the ‘Meatless Whopper’ first-hand.


The campaign is a sure way to build interest and awareness of the soy-based burger as Burger King looks to capitalize on the growing vegan food market. Whether the Impossible Burger is here to stay, is hard to say. But what is known for sure, is that people in an around St. Louis have been made well aware of it.


It is incredible how companies have been forced out of their comfort zone and have started venturing into exploring new options to expand their menus, in order to please a higher number of diners. This way, they’ve begun to adapt to what the world is demanding nowadays, such as vegan, vegetarian and organic options that contribute not only to a more sustainable eating plan but also one with more significant health benefits.


Breaking through to this new market has proved to be a challenge for large restaurant chains that, for decades upon decades, have been meeting a whole different set of demands from their customers.


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